On Strategy Showcase: Skittles. An Effie Best-of-the-Best Winner in 2024

Hosted by Fergus O’Carroll

Introduction

In the May 4, 2025 episode of On Strategy Showcase, host Fergus O’Carroll delves into the intricacies of Skittles' groundbreaking campaign, "Apologize the Rainbow." This episode marks the first in a series focusing on Effie Award winners, celebrating campaigns that exemplify marketing effectiveness. Joining Fergus are Rankin Carroll, Chief Brand Officer for Mars Wrigley, and Colin Selakow, Chief Creative Officer of DDB Chicago. Together, they unpack the strategic brilliance behind Skittles' campaign, which not only addressed long-standing fan discontent but also transformed it into a monumental success recognized globally.

Background on Skittles and Market Position

Rankin Carroll provides an overview of Skittles' global presence and growth trajectory:

"[Skittles] is the number one fruit-flavored candy in the world, and in the last four years, its revenue has doubled." ([07:27])

Skittles operates primarily in the US, which accounts for over 70% of its sales, but the brand has seen significant growth in Europe, the UK, and China. Innovation has been key to this expansion, with new product lines like Skittles Popped—a freeze-dried variant—showcasing the brand's ability to diversify within the confectionery category.

The Lime Skittles Controversy

The episode recounts a pivotal moment in Skittles' history:

"Nine years ago, we took away lime Skittles and replaced them with green apple. Turns out that was a terrible decision. In fact, 130,880 people complained online..." ([03:31])

In 2013, Skittles replaced its beloved lime-flavored candy with green apple, sparking a decade-long backlash from a passionate fan base. The persistent discontent was evident on social media, where fans voiced their displeasure consistently over the years.

Strategic Response: Apologize the Rainbow

Rather than reacting immediately to the backlash, Skittles approached the situation with a strategic long-term vision. Approximately nine years after the initial decision, Skittles launched the "Apologize the Rainbow" campaign to address and mend its relationship with loyal fans.

Colin Selakow explains the strategic intent:

"It was a strategic decision to positively highlight the negative passion of these fans and convert it into positive energy around the brand..." ([04:20])

The campaign was not a mere apology but a creative overhaul that aimed to transform negative sentiment into brand love. It was executed through several innovative tactics:

1. Individual Apologies on Social Media:

   "It's not at all. It's individualized to you. And it's at, Fergus, we're sorry we took lime away and we're bringing it back." ([37:25])

   Skittles personally responded to 130,880 online complaints with tailored apologies, acknowledging each disgruntled fan's plea to bring back lime.

2. Live Press Conference on Twitch:

   "We started apologizing with a 35-minute live press conference on Twitch." ([03:57])

   Hosting a live-streamed apology session on Twitch, Skittles addressed fans directly, reading out harsh tweets and expressing genuine remorse.

3. Times Square Billboard:

   "Even in Times Square, we started just apologizing to people in the most public forum we could imagine." ([38:55])

   A prominent billboard in Times Square featured Skittles publicly apologizing to individual fans, amplifying the campaign's visibility.

4. Extensive Social Media Campaigns:

   "We did an Instagram post that we literally listed every handle of 133,000 people who had complained." ([39:35])

   By publicly acknowledging each complainant, Skittles fostered a sense of personal connection and accountability.

Disrupting Predictability

A core theme of the campaign was "disrupting predictability," a concept deeply embedded in Skittles' brand strategy. This approach involves introducing unexpected and engaging elements to capture audiences' attention.

Rankin Carroll elaborates:

"A welcome disruption to the predictable. The more angry the people were, the more love they were showing for the brand." ([14:13])

By turning a typical corporate apology on its head—making it highly visible, personal, and entertaining—Skittles ensured that the campaign was not only noticed but also celebrated for its creativity and authenticity.

Colin Selakow adds:

"The idea demands that you are fresh. The idea demands that you don't be... Does the campaign become predictable? Well, it cannot become predictable." ([14:20])

This philosophy ensures that each campaign iteration remains innovative and aligned with the brand's playful identity.

Execution and Platform Selection

Choosing the right platforms was crucial for the campaign's success. Twitch was selected for its live-streaming capabilities and its alignment with Skittles' youthful and engaged audience.

"Twitch is just... if you look at our fans, just a lot of them are gamers, a lot of them are on Twitch." ([43:19])

By leveraging Twitch, Skittles tapped into a platform where live interaction is the norm, allowing for real-time engagement with fans during the live press conference.

Results and Impact

The "Apologize the Rainbow" campaign yielded impressive results, both in terms of brand perception and tangible business metrics:

• Sales Growth: The campaign contributed to Skittles experiencing the highest core sales in the US in the brand's history.

• Share Gains: Skittles saw significant increases in market share, enhancing its dominance in the fruit-flavored candy segment.

• Earned Media: The campaign generated unprecedented levels of earned impressions, leading to widespread media coverage and organic buzz.

• Awards and Recognition: The campaign garnered numerous accolades, including a US Gold Effie in 2023 and the Global Grand Winner in the Effie's Best-of-the-Best competition in 2024.

Colin Selakow reflects on the impact:

"Apologize the Rainbow... it has won countless awards, be it Cleo's or ten Lions, and now happily and joyfully, Effie's..." ([46:43])

Key Lessons for Marketers and Agencies

Both Rankin and Colin offer valuable insights for industry professionals:

For Marketers (Rankin Carroll):

"Your fans are everything. The people who believe in this brand are engaged with it. You cannot ignore them because they are the bedrock upon which everything else sits." ([48:02])

Key Takeaways:

• Engage Authentically: Directly interact with passionate fan bases to build deeper connections.
• Leverage Strategy for Creativity: A solid strategic foundation enables creative endeavors that resonate and drive results.
• Consistency and Alignment: Ensure that all teams understand and embody the brand's core values and strategies.

For Agencies (Colin Selakow):

"Trust your people... Make sure that those people you trust are all on the same page and all growing in the same direction." ([46:57])

Key Takeaways:

• Trust and Collaboration: Foster strong relationships within teams to enable seamless execution of innovative campaigns.
• Understand Platform Nuances: Tailor content to fit the unique characteristics of each platform for maximum engagement.
• Consistency with Creativity: Maintain strategic consistency while ensuring that creative outputs remain fresh and engaging.

Conclusion

The "Apologize the Rainbow" campaign exemplifies how strategic foresight, coupled with creative audacity, can transform a potential brand crisis into a celebrated success. By deeply understanding and engaging with their fan base, Skittles not only reinstated a beloved product but also reinforced their position as a disruptive and beloved brand in the confectionery market. The insights shared by Rankin Carroll and Colin Selakow offer a blueprint for marketers and agencies aiming to achieve similar triumphs through effective, fan-centric strategies.

Notable Quotes:

• Rankin Carroll [03:31]: "Nine years ago, we took away lime Skittles and replaced them with green apple. Turns out that was a terrible decision."
• Colin Selakow [37:25]: "It's individualized to you. And it's, Fergus, we're sorry we took lime away and we're bringing it back."
• Rankin Carroll [14:13]: "A welcome disruption to the predictable."

For more insights and detailed case studies, visit OnStrategyShowcase.com.